廣告與口碑是現今行銷人員公認最具影響力的兩大行銷工具。其中，廣告已經深入每一個人的生活，但究竟有多少廣告能真正吸引消費者的注意，甚至引起其購買意願？此外，對消費者而言，口碑是最自然且經常發生的宣傳行為，其威力亦相當驚人。根據2001年麥肯錫顧問公司所做的一項調查指出，美國消費品的銷售有67﹪是受到口碑的影響。故本研究將探討廣告訊息明確性與正負面口碑兩大變數對消費者的影響。
本研究以一般大學生為研究對象，採2×3的實驗設計，針對正負面口碑與廣告訊息明確性進行操弄，探討不同廣告訊息明確程度與正負面口碑，對消費者的廣告態度、產品態度與購買意願的影響？並探討廣告與口碑之間是否有交互作用？在統計方法上使用獨立性T檢定、two-way ANOVA來進行研究驗證。
研究結果顯示，就廣告訊息明確性效果而言，廣告訊息愈明確對廣告效果的影響力愈高。就看完模糊廣告後的影響而言，有聽過正負面口碑的消費者在產品態度與購買意願上的影響比沒有聽過口碑的消費者大；而在看完明確性廣告後，有聽過負面口碑的消費者在廣告效果上的影響會比沒有聽過口碑的消費者來的大。接著，若先前所接收到的廣告明確性愈高，則口碑只對產品態度的影響力愈小。

Advertising and word-of-mouth (WOM) has become the most powerful marketing tools in marketing people’s view now. One of them, advertising has already involved in everyone’s living. How many advertisements can not only really catch consumer’s attention, but also engage in their purchasing intentions? Besides, according to 2001 report of McKinsey & Company indicated that the 67% consumer goods in U.S.A has be influenced by WOM. To consumers, WOM is the most natural and frequency promotional behavior. As a result, our research considered the influences of advertising vividness and valence of WOM on consumer’s effects.
Our research used the undergraduates as research subjects. A mixed 2×3 was designed to examine the effects of two levels of advertising vividness (vivid vs. pallid) and valence of WOM (positive vs. negative) to consumer’s advertising effects (advertising attitude, product attitude, and purchasing intentions ). In addition, we wanted to examine if there was interaction between advertisement and word-of-mouth. In statistical analysis, we used t-test, two-way ANOVA.
Our research showed that the more vivid advertising messages was, the higher advertising effects was. After seeing pallid advertising, the consumers who have heard WOM were higher on product attitude and purchasing intentions than those who didn’t even have heard WOM; the other hand, after seeing vivid advertising, the consumers who have heard negative WOM were higher on advertising effects than those who didn’t even have heard WOM. Finally, if consumers previous received more vivid advertising, the influence of WOM was lower only on product attitude.

第壹章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 2
第三節 研究範圍 2
第四節 論文架構 3
第五節 研究流程 4
第貳章 文獻回顧 5
第一節 訊息明確性（vividness of message） 5
第二節 口碑（word-of-mouth） 6
第三節 廣告效果（advertising effects） 8
第四節 口碑方向性、廣告訊息明確性與廣告效果之關係 11
第參章 研究方法與設計 15
第一節 研究架構 15
第二節 研究假設 15
第三節 變數操作型定義與衡量 17
第四節 研究實驗設計 18
第五節 問卷設計與抽樣方法 21
第六節 資料分析方法 23
第肆章 統計分析 24
第一節 樣本蒐集 24
第二節 信度分析 25
第三節 假設檢定 26
第四節 假設檢定總整理 32
第伍章 結論與建議 33
第一節 研究結論 33
第二節 管理意涵 35
第三節 研究限制 37
第四節 未來研究建議 38
參考文獻 40
附錄一 46
附錄二 口碑錄音內容 55

一、 中文部分
李坤遠，民國八十五年，「訊息涉入、廣告主可信度、廣告訴求方式與廣告溝通效果關係之研究」，國立交通大學管理科學研究所碩士論文。
翁景民，民國八十七年，「服務創新擴散之比較研究」，台大管理論叢。
邱建智，民國九十二年，「負面口碑訊息對於消費者購買意願決策影響之探討」，國立台灣科技大學企業管理研究所碩士論文。
洪崇時，民國九十二年，「技術性術語對消費者態度及購買意向之影響－產品創新性之干擾效果」，私立輔仁大學管理學研究所碩士論文。
吳昭怡，民國九十三年，「口耳相傳行銷術」，天下雜誌股份有限公司，第292期。
林德國譯，Rosen, Emanuel，「口碑行銷：如何引爆口耳相傳的神奇威力」，遠流出版公司，民國九十年。
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